News

Hahn Super Dry dares consumers to ‘Never Settle’ in new campaign by Ogilvy

Hahn SuperDry

Hahn SuperDry has partnered with Ogilvy Sydney to launch one of its biggest ever campaigns, backed by a budget of $20 million.

The ad spot, titled ‘Never Settle’, shows a number of people ‘launching’ themselves from their seats to jump into activities such as skydiving, watching sporting matches and playing music in a band.

Jack Mesley, brands director at Lion said the campaign aims to build more consumer engagement with the brand.

“With this campaign, Hahn aims to create powerful connections and compelling executions to drive engagement and lift awareness, which talks to this ‘Never Settle’ attitude in an inspiring and uplifting way.”

“It was important that we didn’t take ourselves too seriously as we’re a beer brand encouraging people to never settle and start collecting experiences,” said Derek Green, executive creative director at Ogilvy. “Why not celebrate those new experiences by never settling for an ordinary beer?”

Mesley said the campaign will also include “money-can’t-buy-experiences for consumers to follow their passions and do the things they’ve always wanted to do” such as commentating on a Premier League game, trying out ‘improv’ comedy, or appearing on live TV.

‘Never Settle’ launched on out-of-home channels on October 2 and on TV yesterday.

CLIENT CREDITS

  • Ben Slocombe – Marketing Director – Lion
  • Jack Mesley – Brand Director – Lion
  • Richard Spicer – Marketing Manager – Lion
  • Erin Purcell – Brand Manager – Lion
  • Nicola Schwendler – Brand Manager – Lion
  • Katharina Trauer – Brand Manager – Lion

AGENCY CREDITS

  • Derek Green – Executive Creative Director – Ogilvy Australia
  • Scott Lambert – Creative Director – Ogilvy Australia
  • Jenny Mak – Associate Creative Director – Ogilvy Australia
  • Josh Parmenter – Creative Team – Ogilvy Australia
  • Seamus Fagan – Creative Team – Ogilvy Australia
  • Andrew Hankin – Creative Team – Ogilvy Australia
  • Andy Cooke – Creative Team – Ogilvy Australia
  • Nathan Quailey – General Manager – Ogilvy Australia
  • John Marshall – Group Account Director – Ogilvy Australia
  • Amelia Deakin – Senior Account Manager – Ogilvy Australia
  • Anne Brooke – Account Manager – Ogilvy Australia
  • Ryan O’Connell – Deputy Head of Strategy – Ogilvy Australia
  • Sam Tatam – Planner – Ogilvy Australia
  • Renee Nadin – Agency Producer – Ogilvy Australia
  • Jules Jackson – Freelance Agency Post Producer – Ogilvy Australia
  • UM Australia – Media and Connections Agency Octagon – Experiential Agency
  • The White Agency – Digital Agency
  • Integer – Shopper Agency

PRODUCTION, EDITORIAL & VFX CREDITS

  • Ash Bolland – Director – Interrogate
  • Tara Riddell – Executive Producer – Interrogate
  • Peter Eastgate – DOP – Interrogate
  • Drew Thompson – Editor – ARC
  • Joseph Perkins – Executive Producer – ARC
  • Colin Renshaw – VFX Supervisor – Alt.vfx
  • Tyrone Estephan – VFX Producer – Alt.vfx
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